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puspita, dela
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Journal : Journal Socio Humanities Review

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The Influence of Lazada's Social Media Promotion Strategy on Purchase Decisions: The Case at the Allesya Collection Store Puspita, Dela; Syah, Donny Oktavian
Journal Socio Humanities Review Vol 2 No 1 (2022): VOLUME 2 NUMBER 1 MARCH 2022
Publisher : Lembaga Penelitian Universitas Swadaya Gunung Jati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33603/jshr.v2i1.6726

Abstract

This research is motivated by the rapid development of technology, so it is one of the efforts used to market products and services through social media. Social media is a promotional method that is often used by selling or placing an advertisement through social media such as Lazada as a means of increasing sales. Promotion in the form of activities from sales to be able to inform and can encourage consumer demand for goods by influencing consumers to buy products sold by the store. In this study using a quantitative approach by using primary data types as a source of data obtained from the results of the questionnaire. The data analysis method used in this study is an instrument test consisting of validity and reliability test, classical assumption test consisting of normality test, heteroscedasticity test, and linearity test, as well as a hypothesis test consisting of T test, correlation coefficient test, coefficient test determination, and simple regression equation test. The results of this study indicate that (1) the promotion variable through social media has a positive and significant effect on purchasing decisions, (2) the promotion variable through the media has a strong influence and relationship with purchasing decisions.
Co-Authors A'isyah, Siti Aisyah Pratiwi, Aisyah Alfionita, Nabila Anggraini, Siti Aprilia, Sherly Aprillia, Sherly Ardinata, Mikho Asari, Arisna Sulistika Attusholikha, Imro Aulia, Almas Azhar Azhar Azzarqo, Saffana Deinaya Bonse Aris Mandala Putra Simangunsong Desniarti, Desniarti Dewi, Olga Puspita Dewi, Wulan Rahma Donny Oktavian Syah Efendi, M. Rifaldy Febrianti, Elsa Aulia Fitriyah, Risatul Gasalia, Falsafila Aqlida Hafiza, Raja Harkat, Avisenna Ida Ayu Putu Sri Widnyani Ilham Karin Rizkiawan Indah, Neng Susan Wulan Purnama Izzatunnisa, Halwa Nadya khairina, Siti Koesnadi, Dwi Febry Kusumawati, Rida Lembang, Ria Andini Taruk Lestari, Yulia M. JAYA ADI PUTRA, S.Si, M.Pd, M. JAYA ADI Mayasari, Riri Tri Mellyna, Heni Mintawati, Hesri Muhammad Fendrik Najmudin, Deden Nasution, Cindy Fadilah Nurafifah, Refa Nuraini, Shofiyah Dwi Nurdalilah . Nurdalilah, Nurdalilah Nurvela, Ain Parinduri, Siti Nurhidayati Purba, Cantica Aurelia Putra, Hendi Sastra Putra, Ramanda Putranti, Latifah Putri, Reva Andini Rosadi Rahma Rina Wijayanti Rahmawati, Siti Nur Ameilia Rahmiliasari Samnufida Ramawati, Ramawati Rhomadona, Wulan Ridha Hidayat Rika Afriyanti Rosalina, Nadya Roselitha, Sherilliya Saebani, Beni Ahmad Safhira, Futri Safrida, Herna Sari, Mutia Yulita Sarofalina, Aida Septyanti, Elvrin Silvia Permatasari Sinatra, Sophia Angelina Bella Stiawan, Hari Suhardi, Mulyadi Syafitri, Nayla Syafwan, Muhammad Ikram Tasalim, Rian Tumangger, Kartika Natalia Tunnisa, Luthfia Wardani, Emilia Kusuma Wijaksono, M. Arif Yanuar, Rizkyan Dwi Yulvianis, Elva